Overview
The Downtown Elmira BIA engaged me to refresh their logo, update their tagline, and develop clear brand guidelines to support future applications.
The project expanded into a cohesive civic visual system — including public art planter installations and a rotating series of seasonal light pole banners throughout downtown Elmira.
The goal was to modernize the identity while strengthening the downtown’s visual presence across the built environment.
The Opportunity
Downtown Elmira BIA required:
- An updated tagline reflecting new direction
- Clear logo variations and usage standards
- Accessible brand documentation for board members
- A flexible system for public-facing applications
- An updated tagline reflecting new direction
- Clear logo variations and usage standards
- Accessible brand documentation for board members
- A flexible system for public-facing applications
The identity needed to feel professional, community-driven, and adaptable across seasonal initiatives.
My Role
Brand & Visual Designer
Brand & Visual Designer
Responsible for:
- Logo refinement and updated tagline integration
- Comprehensive brand guideline development
- Typography and colour system specification
- Public installation and banner system design
- Printer coordination and production-ready file delivery
- Logo refinement and updated tagline integration
- Comprehensive brand guideline development
- Typography and colour system specification
- Public installation and banner system design
- Printer coordination and production-ready file delivery
Logo & Brand Guidelines
The logo lockup was refined to reflect the BIA’s updated direction while maintaining recognition.
I developed accessible brand guidelines outlining:
- Logo variations and correct usage
- Colour values and hierarchy
- Typography
- Real-world application examples
- Logo variations and correct usage
- Colour values and hierarchy
- Typography
- Real-world application examples
A key focus was clarity — ensuring non-design board members could confidently apply the brand across initiatives.
Public Art Planter System
To support a downtown public art initiative, I designed a scalable template for 10 vinyl-wrapped planter boxes featuring local artists.
The system:
- Book-ended each artwork with the Elmira BIA logo
- Adapted flexibly to portrait and landscape pieces
- Maintained artwork integrity without cropping
- Integrated QR codes linking to artist information
- Book-ended each artwork with the Elmira BIA logo
- Adapted flexibly to portrait and landscape pieces
- Maintained artwork integrity without cropping
- Integrated QR codes linking to artist information
The planters are weather-resistant with an estimated 10-year lifecycle and are now included in Elmira’s art walking tour via the Toureka! app.
Seasonal Light Pole Banners
I also designed a series of four rotating light pole banners that change throughout the seasons.
The banner system:
- Extends the Elmira BIA visual identity into the streetscape
- Maintains cohesion while allowing seasonal variation
- Strengthens brand visibility at a pedestrian scale
- Reinforces downtown pride year-round
- Extends the Elmira BIA visual identity into the streetscape
- Maintains cohesion while allowing seasonal variation
- Strengthens brand visibility at a pedestrian scale
- Reinforces downtown pride year-round
Together, the banners and planters create a consistent and recognizable civic presence.
Impact
Strengthened brand clarity across downtown Elmira
Established a scalable civic design system
Integrated local artists into a structured brand framework
Created long-term environmental branding across multiple touchpoints
The project positioned the Downtown Elmira BIA as organized, modern, and community-focused.
Established a scalable civic design system
Integrated local artists into a structured brand framework
Created long-term environmental branding across multiple touchpoints
The project positioned the Downtown Elmira BIA as organized, modern, and community-focused.
Reflection
Civic branding extends beyond logos — it lives in physical space.
By building a flexible system that scales across installations and seasonal banners, this project demonstrates how thoughtful visual design can shape place identity and community engagement.
